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THE GREEN TRAVEL AGENCY 4/23/2008BUSINESS PLANIP 2008 Sucha Struga, PolandRED TEAMIna ErtelJanika NurminenPatricia FelicissimoMargot WeberKlaudia NaporkaChloe Hanston
THE GREEN TRAVEL AGENCY 4/23/2008BUSINESS PLAN1 Executive summary . 12 Business Idea. 23 Current Situation . 23.1 Basic corporate information . 23.2 Mission of the Green Travel Agency . 23.3 Vision of the “Green Travel Agency”. 3\\3.4 Value of the “Green Travel Agency” . 4\\3.5 Goal of the“Green Travel Agency”. 4\\3.6 History of the “Green Travel Agency” . 4\\3.7 Business organization of the “Green Travel Agency” . 5\\3.7.1 Function of the departments of the “Green Travel Agency” . 6\\3.7.2 Co-operation partners of the “Green Travel Agency” . 73.8 Services of the “Green Travel Agency” . 7\\3.8.1 Gain Valley Nature Tour. 73.8.2 Tondula Nature Tour. 83.8.3 Nature Sport and Beach Tour. 83.8.4 Nature Spa Pyrenees Tour. 93.8.5 Old fashion nature Tour . 94 Law regulations . 94.1 Starting up a business in Vorarlberg (Austria). 94.2 Subsidies. 104.3 European Union. 105 Business strategy . 105.1 Five Forces . 105.2 Sixth force: The government. 115.3 Reliability . 115.4 Growth plan. 115.5 Customers. 125.6 Geographical location . 125.7 Developing targets. 125.8 Developing programs . 136 The Project. 137 Certificate. 138 Marketing plan . 148.1 Concept. 148.2 STP . 148.2.1 Segmentation. 148.2.2 Target . 148.2.3 Positioning. 158.3 Competitors . 168.4 Marketing Objectives . 168.5 Communication Objectives . 178.6 Marketing Mix. 178.6.1 Price. 178.6.2 Product . 178.6.3 Place . 178.6.4 Promotion . 188.7 Promotion mix. 188.8 Logo . 188.9 Slogan. 188.10 Advertising . 19
THE GREEN TRAVEL AGENCY 4/23/2008BUSINESS PLAN8.10.1 Direct Marketing . 198.10.2 Magazines. 198.10.3 Merchandising/gifts. 198.10.4 Direct marketing. 218.10.5 The Website. 218.10.5.1 Youtube . 218.10.5.2 Myspace . 218.11 Public Relations. 218.12 Communication plan for 2009. 229 Risk analysis. 249.1 SWOT-analyse . 249.2 Critical success factor. 2610 Financial analysis . 34Appendix . 35Sources . 35
THE GREEN TRAVEL AGENCY 4/23/2008BUSINESS PLAN 1 (36)1 Executive summary“Green Travel Agency“ is a new limited company, in the tourism and service sector, that willorganize sustainable congresses for big and small companies from all over Europe. Thesebusiness meetings will be combined with ecological trips, encluding sport activities andrelaxation, to make businesswomen and businessmen aware of the environment. There will befive different programs in Germany, Italy, Austria, Spain, France and Portugal. The customerswill stay in sustainable hotels, that use natural energy, recycle their waste, use enveriomentalproducts etc. and who are recommended by “Green green world”. These programs will beexplained further in the business plan.The core mission of “Green Travel” is to present a new work program experience to theworld. By using agencys services the clients take part for a charity project. The company’sclients will receive a certificate and they will be aloud to put the companies logo on theirwebsite to prove their efforts on sustainability. For the clients we offer the opportunity to havetheir own congresses, have a vacation, learn about the environment and make their owncompany more sustainable through travelling with us. And because 50 % of the profit that thecompany makes goes for its own charity project the clients are doing charity at the same time.The company s office will be situated in Voralberg in Austria, because of its beautifulenvironment and Austria is known as a whealthy country with a high leveled industry.“Green Travel” will use half of its profits to support an own project. The company will buyphotovoltaic panels and install them on the roof of local schools to provide them naturalenergy and teach children about the environment.The company doesn t have any direct competitors, because it has an innovating business idea,but it has many undirect competitors. These are congress centers, sustainable hotels, travelagencies, etc. That’s why it needs a good marketing plan to convince the customers to usetheir services in stead of those of their competitors. The marketing plan consists of directmarketing, mailings to all the big companies, artikels in online and business magazines indifferent countries, a website, newsletters, gifts with the company s logo, a little video onYoutube, a blog on Myspace about sustainability, etc. The establishers are six businesswomenwho will finance the company together with 200.000euro of their own money and they willstill need a loan of 300.000 euros.The Agancys business plan consist the stratergies, markating plan, risk analysis, financial partand all the important facts and figures.
THE GREEN TRAVEL AGENCY 4/23/2008BUSINESS PLAN 2 (36).2 Business IdeaThe business idea of the “Green Travel Agency” is to organise meetings/guided tourscombined with nature information for small and big companies. And at the same time theagency will include business people in nature guiding tours organised by them. 50 % of themoney the agency will earn is going into its own charity project named “Green Classroom”.3 Current Situation3.1 Basic corporate informationThe name of the business is “Green Travel Agency”, it is located in Vorarlberg (Austria). Theadress of the business is Lustenauerstrasse 56, in 6850 Dornbirn (Vorarlberg). The businesssustain the status of an organisation and cooperation.To set up the agency the six establishers will put some of their capital resources intothe business. The head office will be in Voralberg and is lead by Margot Weber andJanika Nurminen. The agency consists of ten business people. For detailed businessinformation and the contingent of the “Green Travel Agency” people will get the possibilityto visit the agency s website: www.GreenTravelAgency.at.3.2 Mission of the Green Travel Agency“Green Travel Agency” is going to present the business world a new work programexperience. The agency is offering businesswomen and businessmen the opportunity todevelop their individual skills and take part in organized nature trips. It is a combinationbetween working, getting to know the environment, relaxing and giving profit to a good cause“Green Classroom Project” at the same time.The agency “Green Travel Agency” will organize meetings and conferences for differentkinds of companies. Enterprises only have to contact the “Green Travel Agency” and will beinformed about five locations where the agency is going to organize meetings for them,including time shedules and information about several nature guided tours.The conferences will be set up in hotels recomended by“Green Green World”. Green GreenWorld provides sustainable eco-friendly hotels all over the world like New Zealand, Asia,Bahamas, Australia and Europe, etc. These hotels / logings take care of the environmentbecause they use environment friendly products and serve organic food.
THE GREEN TRAVEL AGENCY 4/23/2008BUSINESS PLAN 3 (36)The whole organisation is working in an eco-friendly way. From the office equitments to thetransportation vehicules. Clients of the organisation will be picked up by cars with lessemission output. Driving back and forth to the airports and the hotels,
THE GREEN TRAVEL AGENCY 4/23/2008 BUSINESS PLAN 4 (36) 3.4 Value of the “Green Travel Agency” The agency is going to co-operate with two other businesses. With these two co-operators the agency wants to share a huge success in the Tourism and Service market. The business is looking forward to work together with these companies because they almost have the same philosophy as the File Size: 538KBPage Count: 39
